The deal is intended "to help operators and game publishers realize additional revenue streams from in-game advertising." The service, which will run across both Java and BREW handsets, will serve contextual and targeted opt-in ads.

"In-game advertising has a tremendous positive impact on the videogame industry, as it lowers the cost of games while dramatically increasing the number of downloads. Using Amobee's ad-serving technology, operators and game publishers can provide greater value to their customers, delivering a high-quality, low-cost, and entertaining game experience on mobile," Tom Sperry, CEO at Exit Games USA said in a statement.

Following the integration of HAPI into the Neutron SDK, in-game ads can be activated to display during idle (loading) screens, or dynamically within the game environment, presumably on developer-tagged ad billboards or other surfaces. The consumer can interact with the ads in a variety of ways, including the ability to initiate a transaction, or opt-out.

"Ad-funding has the potential to revolutionize the mobile gaming industry," Roger Wood, Senior Vice President and GM of the Americas for Amobee Media Systems said in a statement.

"However, consumer acceptance is the key to success, and we firmly believe that the subscriber must see a concrete benefit in terms of the cost and quality of mobile content. This partnership with Exit Games benefits the whole mobile ecosystem, providing a new advertising channel for brands, new revenue opportunities for carriers and content publishers, and a highly desirable price point for consumers."